LAGUNA BEACH – Nonprofit arts groups in the city and their audiences contributed more than $49 million to the economy in 2010, in addition to supporting more than 1,300 jobs.
That’s almost five times of the economic impact of the arts in similarly sized communities, according to a report by Americans for the Arts. The organization conducted a national survey, and on Thursday, a representative presented the findings to local officials, art supporters and business owners.
Arts Commissioner Mary Ferguson said the study was the largest attempt to put a dollar value on the arts in Laguna Beach.
“These are hard numbers,” she said. “The arts are a big business in Laguna Beach.”
The report, which was funded by the city, looked at the activities and impact of 17 arts nonprofit groups, including the Festival of Arts, Laguna College of Art & Design, Laguna Art Museum and the Laguna Playhouse. In addition to economic analysis on nonprofit groups, the study followed up with attendees to Laguna Beach arts events.
The study focused on nonprofits because of their use of government funds and other grants.
“It’s appropriate to ask the question what kind of return we are getting from our arts and culture organizations,” said Randy Cohen, vice president of research and police at Americans for the Arts.
The organizations themselves spent $27.7 million in 2010, and the spending of their audiences reached another $21.4 million. About $4.6 million went back to local and state government as revenue. That’s a good investment, Cohen said.
“Laguna Beach is well ahead of comparably sized communities,” he said.
In following up with attendees to arts and cultural events, the study found that the average person spent $35.18 per event, not including the cost of admission. That money went to support other local businesses, from the owners of private parking lots to restaurants. Arts event spending tends to stay locally, he said, and most people the survey asked said they would take their dollars elsewhere if not for the arts event they attended.
“It’s a magnet,” Cohen said.
Local businesses and arts groups can take advantage of these trends, he added, by partnering to offer packages to arts lovers. A creative, culturally vibrant community can drive local business, Cohen said.
“People are really looking for a complete kind of experience.”
Contact the writer: ckoerner@ocregister.com or 949-454-7309
